This week I networked with and interviewed a number of marketing folks with deep roots in laparoscopy. Since my origins are on the orthopedic side of medical devices, learning about this market and laparoscopic surgical environment is new and interesting to me.

I was fortunate to talk to some people at leading companies who have been participants in developing this market, when it really started to take off in the early 90′s. This was about the same time minimally-invasive procedures began to evolve in orthopedics. It was interesting to learn about the interaction of various factors driving the market: patients demanding the procedures, surgeons working to master new techniques, companies commercializing the needed technology.

I also spoke with some people who are looking at future innovations of the market, such as natural orifice surgery.  Listening and learning about the past and the future in laparoscopy, I was fascinated to learn more about the role of marketers played in shaping the market through identifying trends, introducing products, and driving the market through messaging and training.

It stands to reason that a really good marketer must be a really good story teller. I enjoyed the images and analogies these marketers used. Although I am anything but expert now, it was exciting to learn so much this past week.

If you are interested in learning more about this opening, please contact me.